253
Re is a de Comunicación de la SEECI. (No iemb e 2015).
Año XIX
(38), 253-273
ISSN: 1576-3420
INVESTIGACIÓN/RESEARCH
POLITICAL AND BUSINESS INFLUENCES IN THE SPANISH PRESS.
CHANGE OF DIRECTION IN THE NEWSPAPER
EL PAIS
Ma ián Alonso González 1:: Uni e si y o Se ille, Spain.
malons[email p o ec ed]s ,h p://o cid.o g/0000-0003-2676-0449
ABSTRACT:
This pape ocuses on a e iew abou he na ional and in e na ional news abou he
alleged easons o he change o di ec o in
El País
, he newspape wi h mo e
eade s in Spain. A ma ked dec ease in he numbe o eade s and in es men in
ad e ising as well as poli ical in luences a e he mos epea ed ideas in he digi al
na ional and in e na ional p ess. F om he analysis ha was pe o med i is
concluded ha he me can ilis model con inues wo king in he p in ed media, he
p ess is no al eady he ou h powe , he p ess is a pa o he i s one since i
ela es o economic and poli ical issues.
KEY WORDS:
El País
–Poli ics –Economy –Reade s –Digi al –Newspape s –
Online
INFLUENCIAS POLÍTICAS Y EMPRESARIALES EN LA PRENSA
ESPAÑOLA. EL CAMBIO DE DIRECCIÓN EN
EL PAÍS
RESUMEN:
Es e a ículo se en oca en o no a una e isión heme og á ica de la p ensa nacional e
in e nacional con obje o de expone las causas a ibuidas al cambio de di ec o en el
dia io
El País
. Un acusado descenso en el núme o de lec o es y de in e sión en
publicidad, así como in luencias polí icas son las ideas más epe idas po los dis in os
pe iódicos, de o ma que del análisis ealizado se concluye que el modelo
me can ilis a sigue uncionando en los medios imp esos y que la p ensa ya no es el
cua o pode , sino pa e del p ime o al elaciona se di ec amen e con cues iones
económicas y polí icas.
PALABRAS CLAVE:
El País
–Polí ica –Economía –Lec o es –Digi al – Pe iódicos –
Online
1Ma ián Alonso González: PhD in Communica ion om he Uni e si y o Se ille (2008)
wi h a doc o al hesis on echnological change in
ABC de Se illa
[email protected]
Recibido:02/07/2015 ----- Acep ado:22/10/2015 ----- Publicado: 15/11/2015
11
Re is a de Comunicación de la SEECI. (Ma zo 2015).
Año XIX
(36), 11-19
ISSN: 1576-3420
INVESTIGACIÓN/RESEARCH
NEW TELEVISION MELODRAMA ACTORS: AN EXAMPLE, BELEN
ESTEBAN
Ramón Na a e e-Galiano Rod íguez1Uni e si y o Se illa.
[email protected]
ABSTRACT:
The cu en Spanish ele ision p og ams ha e gene a ed a se ies o cha ac e s ha
esemble he adi ional a che ypes o mo ie gen es. A case is ha o Belén Es eban,
a pa icipan in ele ision p og ams o socie y o he hea . Due o he i al
expe ience, his young woman symbolizes he a che ype o a melod ama ic he oin.
Analyzing he ca ee , we ound ou ha she comple ely i s in wi h he componen s
o he canonical melod ama icons.
KEY WORDS: Tele ision-socie y p og ams - a che ypes melod ama ic -new
melod ama ic he oin.
NUEVOS PROTAGONISTAS DEL MELODRAMA TELEVISIVO: UN
EJEMPLO, BELEN ESTEBAN
RESUMEN:
La p og amación ele isi a ac ual española ha gene ado una se ie de pe sonajes que
se asemejan a los a que ipos adicionales de los géne os cinema og á icos. Un caso
es el de Belén Es eban, pa icipan e en los p og amas ele isi os de sociedad o del
co azón. Es a jo en po su expe iencia i al, simboliza el a que ipo de una he oína
melod amá ica. Analizando su ayec o ia comp obamos que se adecua po comple o
a los componen es de los iconos del melod ama canónico.
PALABRAS CLAVE: Tele isión -p og amas de sociedad -a que ipos
melod amá icos -nue a he oína melod amá ica.
1. INTRODUCTION
1Ramón Na a e e-Galiano:is a jou nalis and has been associa e p o esso o ou yea s a he
Facul y o Communica ion a he Uni e si y o Se ille. He has published se e al books, including he
olume "Galdós in he Spanish cinema", which is based on his doc o al hesis.
e-mail:[email protected]
Recibido: 26/11 /2014-----Acep ado: 17/01/2015-----Publicado: 15/03/2015
Re is a de Comunicación de la SEECI (No iemb e 2015). Año XIX (38), 182-224
ISSN: 1576-3420
DOI: h p://dx.doi.o g/10.15198/seeci.2015.38.182-224
INVESTIGACIÓN / RESEARCH
204
253
Re is a de Comunicación de la SEECI. (No iemb e 2015).
Año XIX
(38), 253-273
ISSN: 1576-3420
INVESTIGACIÓN/RESEARCH
POLITICAL AND BUSINESS INFLUENCES IN THE SPANISH PRESS.
CHANGE OF DIRECTION IN THE NEWSPAPER
EL PAIS
Ma ián Alonso González 1:: Uni e si y o Se ille, Spain.
malons[email p o ec ed]s ,h p://o cid.o g/0000-0003-2676-0449
ABSTRACT:
This pape ocuses on a e iew abou he na ional and in e na ional news abou he
alleged easons o he change o di ec o in
El País
, he newspape wi h mo e
eade s in Spain. A ma ked dec ease in he numbe o eade s and in es men in
ad e ising as well as poli ical in luences a e he mos epea ed ideas in he digi al
na ional and in e na ional p ess. F om he analysis ha was pe o med i is
concluded ha he me can ilis model con inues wo king in he p in ed media, he
p ess is no al eady he ou h powe , he p ess is a pa o he i s one since i
ela es o economic and poli ical issues.
KEY WORDS:
El País
–Poli ics –Economy –Reade s –Digi al –Newspape s –
Online
INFLUENCIAS POLÍTICAS Y EMPRESARIALES EN LA PRENSA
ESPAÑOLA. EL CAMBIO DE DIRECCIÓN EN
EL PAÍS
RESUMEN:
Es e a ículo se en oca en o no a una e isión heme og á ica de la p ensa nacional e
in e nacional con obje o de expone las causas a ibuidas al cambio de di ec o en el
dia io
El País
. Un acusado descenso en el núme o de lec o es y de in e sión en
publicidad, así como in luencias polí icas son las ideas más epe idas po los dis in os
pe iódicos, de o ma que del análisis ealizado se concluye que el modelo
me can ilis a sigue uncionando en los medios imp esos y que la p ensa ya no es el
cua o pode , sino pa e del p ime o al elaciona se di ec amen e con cues iones
económicas y polí icas.
PALABRAS CLAVE:
El País
–Polí ica –Economía –Lec o es –Digi al – Pe iódicos –
Online
1Ma ián Alonso González: PhD in Communica ion om he Uni e si y o Se ille (2008)
wi h a doc o al hesis on echnological change in
ABC de Se illa
[email protected]
Recibido:02/07/2015 ----- Acep ado:22/10/2015 ----- Publicado: 15/11/2015
254
Re is a de Comunicación de la SEECI. (No iemb e, 2015).
Año XIV
(nº 38), 253-273
1. INTRODUCTION
The media a e en i ies wi h a g ea weigh on he public sphe e, which ansla es
in o a g ea social ele ance. Jou nalism and poli ics go hand in hand and, in his
unique ela ionship, he me can ilis model ha de e mines he co po a e s uc u e o
which he media belongs p e ails, so ha "
he inancial si ua ion o he company will
se he one o wo ke s and he jou nalis canno be excluded
" (Labio, 2001, p.87).
The p ess is no longe he ou h powe , bu i has become pa o he i s one as i
is di ec ly ela ed o economic and poli ical issues, says Labio, and in his espec he
p o essional independence o in o ma ion is eplaced by a clea commi men o he
ideology o he media one wo ks o .
This lack o independence causes he in o ma ional ea men o he media o be
s uc u ally condi ioned by he socio-poli ical con ex , bu also by he economic
cons ain imposed by he dic a o ship o ad e ising. This phenomenon is no new,
in ac , in Spain we can es ablish he exis ence o na ional media ollowing
bipa isanship imposed by PP and PSOE, we mean he newspape s
El Mundo
and
El
Pais
.
The plumme ing sales o copies and ad e ising-sou ced e enues as well as he
p essu e exe ed by he uling powe has led o changes in he managemen
s uc u e o he Spanish newspape s, esul ing in he dismissal wi hin one mon h o
he di ec o s o
El Mundo
,
El País
and
La Vangua dia
. Changes open up a pe iod o
ins abili y and uphea al in news ooms ha some analys s link o he ise o digi al
media and he di ec escue o publishe s ca ied ou by pa o he poli ical powe .
Th oughou his a icle, and using a me hodology based on a selec ed bibliog aphy,
we will y o poin ou he ac o s ha ha e in luenced he change o di ec ion in
El
Pais
, he na ional newspape wi h a highe a e o eade s. Acco ding o he Gene al
Media S udy co esponding o he i s qua e o 2015, among he mains eam
media
El País
main ains i s leade ship as he mos ead newspape (1,533,000 daily
eade s) "
hough i con inues wi h a slump in i s audience, his ime i exceeds 13 %
as compa ed o he same wa e o EGM'14, wi h he sha pes wi hin he media
"
(Ymedia, 2015).
The e o e, his a icle ocuses on collec ing he li e a u e on he change o di ec o in
he na ional and in e na ional p ess, in o de o d aw a comple e p o ile on he
easons o he dismissal o Ja ie Mo eno, he appoin men o he cu en di ec o ,
An onio Cano, and he implica ions his in e nal ope a ion o he media has had a a
poli ical and economic le el.
1.1 Newspape s, poli ical and economic powe .
205
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Año XIV
(nº 38), 253-273
The s uc u e o in o ma ion is he s u ha aims o "s udy he sys em o social
media, bo h in i s in e nal o ganiza ion and unc ioning, and i s in e ac ions wi h
o he subsys ems o he social sys em" (Qui os, 1991, p.307 ).
Based on his de ini ion, Ramón Reig ema ks (2009, p.388) ha i is due o he
s uc u e o in o ma ion ha p o essionals can mee "
he wo ld and hei wo ld, ha
is, he sec e s o hei p o ession and he en i onmen in which hese in icacies a e
in ol ed
" So i is in his in e play be ween in o ma ion, poli ics and economy whe e
he in e play o a mo e complex sys em is e iden .
This in e play be ween da a elemen s, economic and poli ical shows ha he concep
o s uc u e is no isola ed and ha we mus ame i wi hin he sys em o ma ke
economy, which, says Ma ciano, is based on he di e si ica ion o media and is in
op imal condi ions:
Con on and cla i y some o hese capi al changes o ou ime, because hei
pu pose is o a icula e economy, poli ics, communica ion and cul u e wi hin
he same p ocess o analysis, he main ocus should be he gene al shape and
cha ac e is ics ha capi alism acqui es wo ldwide as a global sys em
(Ma ciano, 1992, p.20).
In his sense, Labio says (2006) ha he economic p essu e can be ma ked om he
momen he media belongs o a co po a e s uc u e wi h in e es s aimed a economic
bene i , so ha ad e ising and he inancial si ua ion o he company ma k he
pa e n o wo ke s.
A poli ically le el, he e is a simila si ua ion and, in his ega d, "
we see ha he
media ep esen he in e es s o one pa y o ano he
" (Labio, 2006, p. 87), i is
because hose wi h powe ha e mo e op ions "
o in luence he s uc u e and
unc ioning o socie y
" (Cache o, 2006, p.85).
In he same ein, Fe nando Qui ós says he e is:
An undeniable connec ion be ween he powe cen e s o he in e na ional
sys em and he eal issue s o he p ocess o in e na ional communica ion.
The iden i ica ion o he in o ma i e speech wi h powe comes om bo h
go e nmen s and p i a e companies (Qui os, 1991, p.74).
Powe , con ol and uling class a e in e ela ed concep s, so Manuel Cas ells s a es
ha : The powe is no loca ed in an a ea o speci ic social ins i u ion, i is a he
sp ead h oughou he ield o human ac ion. Howe e , he e a e concen a ed
o ms o powe ela ions in ce ain social o ms ha condi ion and ame he
p ac ice o powe in socie y in gene al and impose domina ion. Powe is
ela ional, domina ion is ins i u ional (Cas ells, 2009, p.142).
The use o he p ess o achie e speci ic objec i es ela ed o he in e es s o he
uling class is no a new phenomenon in he his o y o communica ion; in ac , i is in
he nine een h cen u y when he hand o he capi alis bou geoisie is passed om
206
255
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Año XIV
(nº 38), 253-273
The s uc u e o in o ma ion is he s u ha aims o "s udy he sys em o social
media, bo h in i s in e nal o ganiza ion and unc ioning, and i s in e ac ions wi h
o he subsys ems o he social sys em" (Qui os, 1991, p.307 ).
Based on his de ini ion, Ramón Reig ema ks (2009, p.388) ha i is due o he
s uc u e o in o ma ion ha p o essionals can mee "
he wo ld and hei wo ld, ha
is, he sec e s o hei p o ession and he en i onmen in which hese in icacies a e
in ol ed
" So i is in his in e play be ween in o ma ion, poli ics and economy whe e
he in e play o a mo e complex sys em is e iden .
This in e play be ween da a elemen s, economic and poli ical shows ha he concep
o s uc u e is no isola ed and ha we mus ame i wi hin he sys em o ma ke
economy, which, says Ma ciano, is based on he di e si ica ion o media and is in
op imal condi ions:
Con on and cla i y some o hese capi al changes o ou ime, because hei
pu pose is o a icula e economy, poli ics, communica ion and cul u e wi hin
he same p ocess o analysis, he main ocus should be he gene al shape and
cha ac e is ics ha capi alism acqui es wo ldwide as a global sys em
(Ma ciano, 1992, p.20).
In his sense, Labio says (2006) ha he economic p essu e can be ma ked om he
momen he media belongs o a co po a e s uc u e wi h in e es s aimed a economic
bene i , so ha ad e ising and he inancial si ua ion o he company ma k he
pa e n o wo ke s.
A poli ically le el, he e is a simila si ua ion and, in his ega d, "
we see ha he
media ep esen he in e es s o one pa y o ano he
" (Labio, 2006, p. 87), i is
because hose wi h powe ha e mo e op ions "
o in luence he s uc u e and
unc ioning o socie y
" (Cache o, 2006, p.85).
In he same ein, Fe nando Qui ós says he e is:
An undeniable connec ion be ween he powe cen e s o he in e na ional
sys em and he eal issue s o he p ocess o in e na ional communica ion.
The iden i ica ion o he in o ma i e speech wi h powe comes om bo h
go e nmen s and p i a e companies (Qui os, 1991, p.74).
Powe , con ol and uling class a e in e ela ed concep s, so Manuel Cas ells s a es
ha : The powe is no loca ed in an a ea o speci ic social ins i u ion, i is a he
sp ead h oughou he ield o human ac ion. Howe e , he e a e concen a ed
o ms o powe ela ions in ce ain social o ms ha condi ion and ame he
p ac ice o powe in socie y in gene al and impose domina ion. Powe is
ela ional, domina ion is ins i u ional (Cas ells, 2009, p.142).
The use o he p ess o achie e speci ic objec i es ela ed o he in e es s o he
uling class is no a new phenomenon in he his o y o communica ion; in ac , i is in
he nine een h cen u y when he hand o he capi alis bou geoisie is passed om
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Año XIV
(nº 38), 253-273
one s age which is domina ed by ideological in o ma ion o me can ile in o ma ion,
he media being concei ed as a company conce ned abou achie ing economic
bene i s.
Howe e , i is om Wo ld Wa II when he e is a p ocess o globaliza ion in he ield
o he media, which, acco ding o Manuel Delgado (1998), y o domina e he en i e
chain o he p ocess up o he dissemina ion and ela ionship wi h use s o
communica ion.
The essen ial ole o he media is o keep he public in o med, bu his ask is in
con lic wi h he poli ical in e es s o go e nmen s, which is why he in o ma ion
p o ided o ci izens is es ic ed and shaped.
Jou nalis ic in o ma ion plays a key ole in shaping public pe cep ion and he
shaping o public opinion. In ad anced socie ies oday, i ea i ms i s s a us
as a key esou ce o exe cise powe . Thus, con ol becomes a key aspec o
deploy social in luence (Case o, 2009, p.354).
This s uc u ing o he public pe cep ion is seen by Lo enzo Gomis (1991) as a
me hod o in e p e ing social eali y, so ha i jeopa dizes he subjec i e alue o
Jou nalism as i akes o g an ed ha he jou nalis is pa and pa cel o a news-
building comme cial ins i u ion.
In he same ein is Ma de Foncube a (1995) by p o iding a s uc u alis app oach
ha de e mines ha he main in e es o he newspape company is always
economic and coincides wi h he de ini ion o he in o ma ion indus y made by
He be Schille :
The media a e he execu ing a ms o he sys em. The ule s a e able o ely
on he help o he media. Now and hen some hing happens and hey make a
uss abou his and ha , bu i he media p ac ice some hing aguely
esembling social esponsibili y, ala m, ange and immedia e e alia ion in he
hubs o he sys em will occu . Bu as he media a e pa o he sys em o
powe , con olle s ha e no hing o wo y abou Mosco (1983, p.134).
In sho , he ea men o in o ma ion is subjec o poli ical and business s uc u es,
which implies a s ong a ack on he au onomy and eedom o he jou nalis and
implies ha non-communica ion sec o s ge in ol ed in he cons uc ion o
in o ma ional ex s.
2. OBJECTIVE
The objec i e o his piece o esea ch is o show how he poli ical and business
in luences, as had al eady happened in o he newspape s such as
El Mundo
and
La
Vangua dia
, ha e os e ed he change o di ec o in
El País
, he newspape wi h he
highes a e o eade s in Spain.
3. METHODOLOGY
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Ou o he app oaches esul ing om a e iew o he case a newspape lib a ies, we
shall make in o med alua ions in he discou se analysis in o de o de elop e lec i e
s a emen s ega ding he deba e. Thus, he wo king me hod chosen o app oach he
issue unde esea ch uses quali a i e echniques, in addi ion o a e iew o he
li e a u e on he ela ionship be ween he p ess and poli ical and economic powe .
The app oach o he objec o s udy is made on se e al on s ha allow esea ch
mo e i ed in o communica i e eali y. Fi s , a li e a u e e iew was conduc ed o
ame he issue wi hin a heo e ical con ex . Nex , we pe o med ho ough wo k o
documen a ion and acking o news ela ed o he di ec ional elie in
El País
in a
o al o 220 newspape s, 37 ou o which we e na ional and 183 in e na ional. Fo
he in e na ional p ess, we ha e ocused on he majo Eu opean powe s (F ance,
I aly, Ge many and England), Uni ed S a es and La in Ame ica, coun ies co e ed by
he in e na ional edi ion o he newspape .
Th ough s a egic sampling, we ha e analyzed he news ha ha e appea ed in he
media (p in ed and digi al) in Spain, bo h in hei sec ions o in o ma ion and opinion
(edi o ials, blogs, o ums o columns) in he i s qua e o 2014, mon hs in which
he i s umo s appea ed, con i ma ions and implica ions a ound he change o
di ec o , o y o econs uc how and unde wha condi ions his change occu s in
he i s newspape in Spain in e ms o audience.
4. DISCUSSION
4.1
El País
. Economic con ex .
Founded in 1976 by Jose O ega Spo o no, Jesus de Polanco and Juan Luis Ceb ian,
El País
belongs o P isa G oup which also owns he newspape s
Cinco Dias
and
AS
,
he adio ne wo k
SER, Digi al +
and publishe s
San illana
,
Al agua a
, and
Aguila
,
among o he s.
Designed by Reinha d Gade and Julio Alonso,
El País
became he newspape o
democ a ic Spain a a ime in which he ansi ion om F anco o democ acy was s ill
in ull swing. A decisi e con ibu ion o his was he ole played du ing he a emp ed
coup d’é a o 23-F, as i was, in ull unce ain y, he i s newspape o ake o he
s ee s a special edi ion called "
El País
,
wi h he Cons i u ion
" posi ioning i sel clea ly
and calling ci izens o ake pa in demons a ions in a o o democ acy.
Du ing he 1980s, he newspape es ablished i sel as a leade o he Spanish p ess
ABC in opposi ion o
ABC
, o a conse a i e end. A con ibu ion o i s p es ige was
made by he igo ous ea men o jou nalis ic s anda ds and by being he i s one
o es ablish in e nal quali y con ol pa ame e s. So, i was he i s Spanish
newspape o c ea e he posi ion o "P ess Ombudsman" and o w i e and publish a
book s yle ha became a benchma k in he wo ld o jou nalism. I also es ablished
se e al pa ne ships wi h o he Eu opean social democ a ic newspape s.
Du ing he 1990's, i had o deal wi h a new poli ical and jou nalis ic si ua ion. The
ension b ough abou by he co up ion scandals o he Socialis go e nmen o
208

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Ou o he app oaches esul ing om a e iew o he case a newspape lib a ies, we
shall make in o med alua ions in he discou se analysis in o de o de elop e lec i e
s a emen s ega ding he deba e. Thus, he wo king me hod chosen o app oach he
issue unde esea ch uses quali a i e echniques, in addi ion o a e iew o he
li e a u e on he ela ionship be ween he p ess and poli ical and economic powe .
The app oach o he objec o s udy is made on se e al on s ha allow esea ch
mo e i ed in o communica i e eali y. Fi s , a li e a u e e iew was conduc ed o
ame he issue wi hin a heo e ical con ex . Nex , we pe o med ho ough wo k o
documen a ion and acking o news ela ed o he di ec ional elie in
El País
in a
o al o 220 newspape s, 37 ou o which we e na ional and 183 in e na ional. Fo
he in e na ional p ess, we ha e ocused on he majo Eu opean powe s (F ance,
I aly, Ge many and England), Uni ed S a es and La in Ame ica, coun ies co e ed by
he in e na ional edi ion o he newspape .
Th ough s a egic sampling, we ha e analyzed he news ha ha e appea ed in he
media (p in ed and digi al) in Spain, bo h in hei sec ions o in o ma ion and opinion
(edi o ials, blogs, o ums o columns) in he i s qua e o 2014, mon hs in which
he i s umo s appea ed, con i ma ions and implica ions a ound he change o
di ec o , o y o econs uc how and unde wha condi ions his change occu s in
he i s newspape in Spain in e ms o audience.
4. DISCUSSION
4.1
El País
. Economic con ex .
Founded in 1976 by Jose O ega Spo o no, Jesus de Polanco and Juan Luis Ceb ian,
El País
belongs o P isa G oup which also owns he newspape s
Cinco Dias
and
AS
,
he adio ne wo k
SER, Digi al +
and publishe s
San illana
,
Al agua a
, and
Aguila
,
among o he s.
Designed by Reinha d Gade and Julio Alonso,
El País
became he newspape o
democ a ic Spain a a ime in which he ansi ion om F anco o democ acy was s ill
in ull swing. A decisi e con ibu ion o his was he ole played du ing he a emp ed
coup d’é a o 23-F, as i was, in ull unce ain y, he i s newspape o ake o he
s ee s a special edi ion called "
El País
,
wi h he Cons i u ion
" posi ioning i sel clea ly
and calling ci izens o ake pa in demons a ions in a o o democ acy.
Du ing he 1980s, he newspape es ablished i sel as a leade o he Spanish p ess
ABC in opposi ion o
ABC
, o a conse a i e end. A con ibu ion o i s p es ige was
made by he igo ous ea men o jou nalis ic s anda ds and by being he i s one
o es ablish in e nal quali y con ol pa ame e s. So, i was he i s Spanish
newspape o c ea e he posi ion o "P ess Ombudsman" and o w i e and publish a
book s yle ha became a benchma k in he wo ld o jou nalism. I also es ablished
se e al pa ne ships wi h o he Eu opean social democ a ic newspape s.
Du ing he 1990's, i had o deal wi h a new poli ical and jou nalis ic si ua ion. The
ension b ough abou by he co up ion scandals o he Socialis go e nmen o
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Felipe González pola ized he Spanish le is and igh is poli ical and media
epo e s,
El País
i ing in o he i s g oup. Despi e being accused o de ending he
socialis in e es s,
El País
managed o main ain i s posi ion as gene al bes -selling
daily in Spain's, albei a a sho dis ance om
El Mundo
.
Du ing he go e nmen s o Jose Luis Rod iguez Zapa e o, he newspape inc easingly
published a icles ha we e c i ical o opposed o he policies o he Socialis
go e nmen , a end ha has con inued du ing he go e nmen o Ma iano Rajoy
and ha some jou nalis s such as Saenz de Uga e (2014) poin ha "
i has aken
place in pa allel o he g owing economic p oblems o P isa, obliged o nego ia e in a
ulne able posi ion wi h he la ges banks o enego ia e a huge deb
"
In 2011 he P isa G oup eco ded he g ea es losses in i s his o y, 451 million eu os,
a igu e six imes highe han he igu e o 2010. The economic c isis, coupled wi h
a change in he pa e n o news consump ion, has caused a all in eade ship, so ha
in Spain he newspape s accumula e 11,550,000 eade s pe day, 2.2% less han a
he end o 2014. These igu es pain a scena io ma ked by he con inued d op in
a ings, which causes Spain o be one o he coun ies o he Eu opean Union wi h
he lowes eading a e in Eu ope, only su passed by I aly, Po ugal and G eece
(in oeu ope, 2014).
The e ec s o he c isis ha e also been el in a dec ease in ad e ising in es men ,
which in 2013 was 3.7% as compa ed o 2012, a se back ha is mo e in he
mains eam media, which eco ded 8% ha added o a 15.8% decline in he
p e ious yea makes he decline in e enue in he newspape s o be almos 25% in
jus wo yea s, acco ding o da a om In oadex s udy o ad e ising in es men in
Spain in 2014 (PRNo icias, 2014).
To he poo economic pe o mance, we mus add a palsy in he cen al subsidy
sys em, bank occlusion and publishing dys unc ion in he ecen yea s, esul ing in
he escue o he big publishing companies (P isa, Unidad Edi o ial, Godó G oup and
Vocen o, among o he s) o ha e elied on poli ical powe , and his clea poli ical
dependence has been e lec ed in changes in he s uc u e o di ec ions o heade s.
As was he case wi h he dismissal o Ped o J. Rami ez, who was in cha ge o he
newspape
El Mundo
, and only he i s h ee weeks la e , he change o di ec ion in
El País
has aised many specula ions a na ional and in e na ional le el. The main
one ocuses on he igu e o Nicolas Be gg uen, owne o Be gg uen Holdings and
CEO o Libe y Acquisi ions Honding Co p, he Ame ican in es men und which in
2010 became he majo i y s ake o G oup P isa.
Wha a i s goes h ough a single in es men ope a ion ends in he sale o 57.7%
o he capi al in he new P isa and i s con e sion in o sha es wi h all social igh s,
including he igh o o e. Th ough his ope a ion, Be gg uen and his pa ne in
Libe y, Ma in F anklin, became membe s o he S ee ing Commi ee which con ol
he majo i y o sha es --nex comes Juan Luis Ceb ian wi h 0.28%-abou 4% each
209
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one as he highes numbe o s ock op ions2o he company, mo e han 7.5% pe
head.
The in es men , which is announced as "
pu ely inancial
" and i e en says ha he
new owne s would no in e ene in he day o day, causes changes in he edi o ial
line o he newspape , a leas on he mos sensi i e issues, " o he new s ong
man".
The in o ma ion and he edi o ials o P isa’s newspape abou Is ael do no
ha e he adicalism o he pas , and also i has been a long ime since i is no
possible o ead he libelous a icles o he u iously an i-Semi ic igne es ha
we e qui e common no long ago (Jo da, 2014).
To Jo da, he en y o Libe y in he sha eholde s o P isa would explain bo h he
a i al in Je usalem o he w i e En ic González and he dismissal o he igne e
w i e Romeu, jus a mon h be o e he announcemen acco ding o Libe y, bu a e
c i icism by se e al US sena o s.
Despi e he economic boos o P isa due o i s en y in o he sha eholde s o Libe y,
he despe a e si ua ion acing he media conglome a e is a cons an ac in ecen
yea s.
In 2008 he g oup main ained a posi i e balance in i s ne p o i by 300 million
achie ed a e selling i s headqua e s in G an Vía (Cadena Se ), Miguel Yus e
(
El País
) and Caspe (
Radio Ba celona
). Howe e , because o deb s, 2009
esul ed in he sale o 21% o he TV pla o m o
Digi al Plus
subsc ibe s o
Tele onica o 470 millions and 22% o Telecinco o 517 millions. Paolo Vasile
chain also acqui ed
Cua o
o 550 plus millions (
20Mminu os
, 2012).
The deep economic c isis in he g oup leads o i s g adually selling i s media
p ope ies and esul s in high labo un es ha began in 2008 when he newspape
unde ake a majo es uc u ing in ol ing i s di ision in o h ee companies: con en ,
p in and se ices, as well as ou sou cing o i s sales depa men .
A e his miles one, in 2010 P isa ou sou ced he wo k o he 300 wo ke s o i s
compu e depa men , who we e no longe on he pay oll o he company and came
o be on he pay oll o he company Ind a. The si ua ion was agg a a ed by he
announcemen o a edundancy, in Oc obe 2012, in ol ing he dismissal o a o al o
128 wo ke s, 21 ea ly e i emen s and a dec ease o 15% in sala y o he es o a
pay oll ha was educed o 464 wo ke s.
And all his, while he CEO, Juan Luis Ceb ian, "
pocke ed a ound 13 million eu os in
2011, an amoun ha s ands o he income o he newspape o ad e ising in wo
mon hs o o wha i would cos o hi e 400 new edi o s
", as published by Pascual
Se ano (2009) in
Le Monde Diploma ique
.
2 A s ock op ion is a igh g an ed by he company o i s collabo a o s o buy a numbe i s sha es a a speci ied
p ice ( he s ike p ice) o a pe iod o ime.
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one as he highes numbe o s ock op ions2o he company, mo e han 7.5% pe
head.
The in es men , which is announced as "
pu ely inancial
" and i e en says ha he
new owne s would no in e ene in he day o day, causes changes in he edi o ial
line o he newspape , a leas on he mos sensi i e issues, " o he new s ong
man".
The in o ma ion and he edi o ials o P isa’s newspape abou Is ael do no
ha e he adicalism o he pas , and also i has been a long ime since i is no
possible o ead he libelous a icles o he u iously an i-Semi ic igne es ha
we e qui e common no long ago (Jo da, 2014).
To Jo da, he en y o Libe y in he sha eholde s o P isa would explain bo h he
a i al in Je usalem o he w i e En ic González and he dismissal o he igne e
w i e Romeu, jus a mon h be o e he announcemen acco ding o Libe y, bu a e
c i icism by se e al US sena o s.
Despi e he economic boos o P isa due o i s en y in o he sha eholde s o Libe y,
he despe a e si ua ion acing he media conglome a e is a cons an ac in ecen
yea s.
In 2008 he g oup main ained a posi i e balance in i s ne p o i by 300 million
achie ed a e selling i s headqua e s in G an Vía (Cadena Se ), Miguel Yus e
(
El País
) and Caspe (
Radio Ba celona
). Howe e , because o deb s, 2009
esul ed in he sale o 21% o he TV pla o m o
Digi al Plus
subsc ibe s o
Tele onica o 470 millions and 22% o Telecinco o 517 millions. Paolo Vasile
chain also acqui ed
Cua o
o 550 plus millions (
20Mminu os
, 2012).
The deep economic c isis in he g oup leads o i s g adually selling i s media
p ope ies and esul s in high labo un es ha began in 2008 when he newspape
unde ake a majo es uc u ing in ol ing i s di ision in o h ee companies: con en ,
p in and se ices, as well as ou sou cing o i s sales depa men .
A e his miles one, in 2010 P isa ou sou ced he wo k o he 300 wo ke s o i s
compu e depa men , who we e no longe on he pay oll o he company and came
o be on he pay oll o he company Ind a. The si ua ion was agg a a ed by he
announcemen o a edundancy, in Oc obe 2012, in ol ing he dismissal o a o al o
128 wo ke s, 21 ea ly e i emen s and a dec ease o 15% in sala y o he es o a
pay oll ha was educed o 464 wo ke s.
And all his, while he CEO, Juan Luis Ceb ian, "
pocke ed a ound 13 million eu os in
2011, an amoun ha s ands o he income o he newspape o ad e ising in wo
mon hs o o wha i would cos o hi e 400 new edi o s
", as published by Pascual
Se ano (2009) in
Le Monde Diploma ique
.
2 A s ock op ion is a igh g an ed by he company o i s collabo a o s o buy a numbe i s sha es a a speci ied
p ice ( he s ike p ice) o a pe iod o ime.
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Since he en y o Libe y as a sha eholde , he es uc u ing plan and ope a ional
e iciency o P isa has co e ed EREs in
Cadena Se
(258 dismissals), P isa TV (784),
Cinco Días
(21), P isa Re is as (45) and P isa B and Solu ions (24). I we add he
dismissals in
El País
o all his, in o al he layo s a P isa would each 1,281 ou o
he 2,500 wo ke s i has an icipa ed o ha e wo ldwide.
4.2. Change o Di ec o
O all he clus e s ha make up he g oup, he newspape
El Pais
is he one ha has
he highes a e o layo , his is why, a e he las ERE, he wo ke s' assembly
eques ed he esigna ion o i s di ec o , Ja ie Mo eno, as hey conside ed ha "
He
has been disquali ied o exe cising he o ice he holds and we demand him o submi
his esigna ion immedia ely due o he p essu es and h ea s agains wo ke s
" (
20
Minu os
, 2012).
Few imagined ha his si ua ion would be ma ked by con o e sy jus one yea la e .
In mid-Feb ua y 2014, he dismissal o Mo eno and he appoin men o An onio Cano
(a ha ime, a co esponden in Washing on) as new di ec o occu ed. The
appoin men comes amid an accusa ion by nea ly 35% o wo ke s and i was
p eceded by an in e nal epo in w i ing se ing ou i s ision abou he newspape
and abou he mos app op ia e changes o be made o cu b i s loss o audience and
in luence.
An alleged "
compu e e o
" esul ed in a copy o he epo eaching i y jou nalis s
and collabo a o s o he a ious Ame ican delega ions, he epo e ealing he
Caño’s sugges ion o change he en i e managemen eam as "
hey do no connec ed
wi h ei he he edi o ial s a o he socie y o which he daily mus open
" (In olib e,
2014).
.
The epo explici ly p oposes o eplace Ja ie Mo eno wi h a "
p o essional
(assuming ha om he house
)
wi h a ecognized ca ee and espec ed by he
Edi o ial S a
" (In olib e, 2014) and poses a scheme wi h h ee di ec o s: one o
El
País
on pape , ano he o he digi al edi ing and one o he Ame ican edi ion. Also,
i adds he con enience o assigning young people being 30 yea s o he
managemen eam and c i icizes he "
o ms and luxu ies s ill squande ed by he
membe s o he in e nally called g oup o colonels
" (So e as, 2014).
This epo is in e p e ed by many as a "
igh -wing elec ion p og am
".
Such an appoin men would i in he u n ha has long been pe cei ed in he
edi o ial line o
El País
, which is e e y day close o go e nmen al posi ions,
especially on economic policy. Ma iano Rajoy's in e es s coincide wi h hose o
la ge companies and banks ha a e he c edi o s o he gigan ic deb o he
newspape (So e as, 2014).
The o icial appoin men o An onio Cano occu ed on Feb ua y 26 ia an o icial
s a emen , al hough i did no become e ec i e un il May 4 o ma k he 38 h
anni e sa y o he newspape .
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Año XIV
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The a i al o Caño o he managemen o
El País
has caused nume ous changes
wi hin he pay oll o he newspape :
The new managemen eam is made up o E a Saiz, as depu y di ec o o he
p in ed edi ion; Be na do Ma ion, depu y di ec o o digi al publishing; and
Luis P ados, esponsible o he Ame ican edi ion. All o hem mus be added
o Da id Alande e, assis an di ec o , and hose who made up he co e o he
o me ha d co e we e appoin ed co esponden s (La diés, 2014 h).
Thus, Vicen e Jiménez, who was assis an di ec o , was designa ed o New Yo k o
eplace Sand o Pozzi; Ca los Yá noz, a o me depu y di ec o , o Pa is; Juan Manuel
Rome o, who was he one who ca ied he weigh o he edi o ial wo k, was
appoin ed legal co esponden ; Be na G. Ha bou was designa ed esponsible o
Babelia
and Jan Ma inez Ah ens goes o Mexico whe e he e is al eady a la ge eam
which includes Luis P ados, Be na do and Sal ado Ma in Cama ena. Mexico is one o
he key places o he Spanish newspape , since he digi al edi ion o
El País
is done
a nigh in ha coun y.
The changes made by Caño made pa o he pay oll o e ol .
Two hi ds o he edi o ial s a o
El País
, ie, 72%, is posi ioned agains he
a i al o E a Saiz as a depu y di ec o , which shows he in e nal ensions
exis ing o wo mon hs a he headqua e s o Miguel Yus e ( Vozpópuli,
2014)
The mos common complain s, acco ding o
El Con idencial Digi al
(2014), sugges
ha no one on he pay oll knows he , while some o he edi o ial s a claim ha
"
she has only go a mas e ’s deg ee, she was a schola ship holde and has had a
collabo a i e con ac
".
Howe e , he on al ejec ion Saiz is mo i a ed by he s a emen s conce ning he
plena y session in he Sena e a e he publica ion o he pape s o Ba cenas, whe e
he jou nalis claimed ha :
Rajoy is a g ea pa liamen a ian. He does no like alking o he p ess, bu in
pa liamen he u h is ha he g ows and does i e y well. Rajoy had been
wa ned, he knew hey we e going o demand his esigna ion, and he decided
o a ack (
El Con idencial Digi al
, 2014).
These s a emen s ha e been in e p e ed as a de ense o he P ime Minis e and
some see in hem a p edic ion ha he line o he newspape will u n igh , e en
u he since Ja ie Mo eno was elie ed.
The ph ase "Rajoy is a g ea pa liamen a ian" shows ha he new Depu y
Di ec o has no knowledge o Spanish pa liamen a ism acco ding o he o ice,
his is he complain o he edi o ial s a . They claim ha hey a e p epa ing
o a " igh wa dness" o in o ma ion du ing he ime o An onio Caño
(Eco eu e, 2014).
4. 3. Impac on he na ional p ess
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Año XIV
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The same imp ession is ansmi ed by
Talking News Media
ha , in a much mo e
neu al one, e e s o he ac ha he u moil in he Spanish edi o ial scene
con inues wi h Mo eno being eplaced wi h he co esponden in Washing on o he
Spanish daily. The newspape poin s ou ha "
he si ua ion in he newspape
business is complica ed because o he p oblems we all know"
and s a es ha
"b inging new blood o wo k is no a bad idea
" (Hebba d, 2014).
Elabo a ing on ha ma e ,
The Wo ld News
(2014), in an a icle en i led "An onio
Caño will eplace Ja ie Mo eno as di ec o o he newspape
El Pais
", e e s o he
ac ha he news was con i med a e appea ing in he "las wo days in a ious
digi al media, which poin ed o a shi in he adi ionally p og essi e line o one o
he mos in luen ial newspape s in Spain ".
The in o ma ion con inues:
The news was known in Spain days a e he dismissal o Ped o J. Rami ez,
ounde o
El Mundo
. The o me di ec o o he main i al and o
El País
hen
poin ed o p essu e om he conse a i e go e nmen o Ma iano Rajoy [...]
in jus wo weeks, he di ec o s o wo o he mos impo an newspape s in
Spain will lea e hei pos s (
The Wo ld News
, 2014).
Due o he huge p esence o P isa G oup in Sou h Ame ica, many La in Ame ican
media men ioned he eplacemen o Mo eno wi h An onio Caño, who was
conside ed by many as he "
ice oy o Ame ica, due o his powe on he o he side o
he A lan ic and he con idence o Juan Luis Ceb ian in him, so he, some imes ac ed
abo e he di ec o o he newspape he wo ked o
" (
Libe ad Digi al
, 2014).
This is undoub edly due o he ac ha Caño pe sonally managed impo an
businesses o P isa in La in Ame ica. Howe e , i , a he na ional le el, he p ess is
pa icula ly c i ical o he elie b ough abou a he op o
El País
, in La in Ame ica
he media echoed his qui e impe sonal subs i u ion.
So
Ca acol.com
o Venezuela s a es ha "
he Boa d o Di ec o s o he Spanish
newspape El Pais oday unanimously appoin ed An onio Caño di ec o he
newspape o eplace Ja ie Mo eno, he newspape epo ed in a p ess elease
"
(Ca acol, 2014 ).
In he same ein,
El Nue o Dia io
(2014) o Nica agua en i led "The Spanish
newspape
El Pais
wi h new di ec o ." In he news, i de elops ha "
he Boa d o
Di ec o s o El País, 'unanimously' appoin ed An onio Caño di ec o o he newspape
o eplace Ja ie Mo eno
".
Meanwhile,
Mundia io, El P ime Pe iódico Global de Análisis
(2014) no es in i s
headline: "
An onio Caño will be di ec o o El Pais, upon he p oposal by Juan Luis
Ceb ian," In obae Ame ica
(2014): "
Change o di ec ion in he newspape El Pais,
Spain's mos widely ead daily "and Con ac ola ino.com (2014),"An onio Caño
appoin ed new di ec o o El País
".
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Año XIV
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Only A gen ine newspape s del e in o he possible causes unde lying he dismissal o
Ja ie Mo eno. Thus, he daily
Cla in
published ha "
he coming o powe o Caño is
in e p e ed as a con inui y o he conse a i e shi he newspape has unde gone in
ecen yea s
".
This signi ican change in he mos impo an newspape in Spain comes
sho ly a e he change o command in he newspape
El Mundo
[...] he
ecen changes in
El País
a e also in e p e ed as a con inua ion o he
conse a i e shi ha showed he daily newspape in he pas yea s. Since
he ic o y o he Popula Pa y in he 2011 elec ions, he p esiden P isa
G oup p aised he igu e o Ma iano Rajoy and his ela ions wi h he media, as
opposed o managemen by José Ma ía Azna (Algaña az, 2014).
La Nación
also s a es ha "
El Mundo, second Spanish daily as ega ds ci cula ion,
also ecen ly changed he conduc ing o i s edi o ial s a
" and no es ha he Spanish
p ess:
Is amid a deep c isis esul ing om se e al yea s o decline in ad e ising, in
pa due o he ecession in mos coun ies, and he ci cula ion o ha d copies,
impac ed by new echnologies and o ms o news consump ion (
La Nación
,
2014).
5. CONCLUSIONS
This piece o esea ch shows how, in he ield o jou nalism, he change o di ec o in
El País
is pe cei ed as a di ec esul o poli ical and business in luences. While he
p in ed media a e silen abou i , he digi al media, which a e less dependen on
subsidies and ins i u ional ad e ising, poin o he economic c isis ha has g ipped
P isa G oup and a change o ideological end in he newspape as he hidden causes
unde lying he eplacemen o Ja ie Mo eno wi h An onio Caño.
In e na ionally, he impac on he Ge man and B i ish p ess is ze o, while some
I alian and F ench media sugges iden ical app oaches as he Spanish online media
and see a poli ical maneu e in he subs i u ions o he h ee di ec o s o he p in ed
newspape s wi h highes eading a e in Spain:
El Pais
,
El Mundo
and
La Vangua dia
.
Thus,
Milano Finanza
, o example, sugges s ha he dismissal is due o a
app ochemen o posi ions owa ds he go e nmen o Rajoy, as happened wi h
Ped o J. Rami ez.
The same end is ound in he Anglo-Saxon p ess and in he A gen ine newspape s
La Nación
and
Cla in
, while he es o La in Ame ican news media ha men ion he
news do i om a s ic ly in o ma i e poin o iew and e en accu a ely ep oduce
he o icial s a emen by
El País
, some hing ha occu s mainly in La in Ame ican
heade s o P isa G oup, as is he case wi h
Ca acol
.
We pe o med he analysis and conclude ha he me can ilis model s ill wo ks in he
p in ed media and he p ess is no longe he ou h powe bu pa o he i s one as
i di ec ly ela es o economic and poli ical issues.
219

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6. REFERENCES
BOOKS, BOOK CHAPTERS inpu o a e e ence book, TECHNICAL REPORTS,
THESES:
Cache o, A. (2006).
Elemen os pa a una eo ía comunicacional de la p opaganda
.
Se illa: Ediciones Al a .
Cas ell, M. (2009).
Comunicación y pode
. Ba celona: Alianza.
De Fon cube a, M. (1995).
La no icia. Pis as pa a pe cibi el mundo.
Ba celona:
Paidós.
Delgado, M. (1998).
La globalización, ¿nue o o den o c isis del iejo?
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AUTHOR:
Ma ián Alonso Gonzalez
PhD in Communica ion om he Uni e si y o Se ille (2008) wi h a doc o al hesis on
echnological change in
ABC de Se illa
. Communica ion Technician in he
Communica ions Depa men and Chai pe son o ADIF, she is a membe o he
Resea ch G oup on In o ma ion Analysis and Technique o he Uni e si y o Se ille,
whe e she eaches as associa e p o esso a he School o Communica ion and
lec u es in jou nalis ic audio isual w i ing. h p://o cid.o g/0000-0003-2676-0449
224